Like the cards, this is just a story. The characteristic of the story is that there must be beautification and modification. The vitality forest with the filter effect removed is not worthy of scrutiny.
First of all, it is not a Japanese consumer product, but a thoroughly domestic product.
Secondly, it is not a completely zero-sugar product. In fact, its calories are not as good as it advertises. An evaluation by a hospital showed that 480 ml of sparkling water contains the equivalent of 4 cubes of sugar. Later, the explanation given by Yuanqi Forest was that we contained erythritol and did not participate in human sugar metabolism.
Whether the story is true, as long as someone believes it.
In the year when the story of “Oriental Magic Water” was created, Jianlibao’s annual sales were 3.45 million yuan, reaching 16.5 million yuan in the second year and over 100 million yuan in the third year. For the next 15 years, it has been “the first brand of national beverages.”
In the 12th year of the creation of the concept of natural water, Nongfu Spring defeated all the fast-moving bigwigs in the market and boarded the iron throne of the bottled water market, and has ruled the market for eight years. The sparkling water brand that imitated its predecessors sold 660 million yuan in the first half of 2020. This is the fourth year of its establishment, and the company’s valuation has reached 14 billion yuan.
2 Changes in media: storytelling requires good speakers
The media for brainwashing beverages have ranged from TV and newspapers to today’s social apps, such as Xiaohongshu grass, WeChat public account launching, Li Jiaqi bringing goods, and social e-commerce virality.
Stories need speakers, and stories that cannot be spread are not good stories.
From 1984 to 2020, the forty years of domestic fast-moving consumer goods have been turbulent, and the marketing media have also changed for 40 years. From newspaper to TV, from TV to PC Internet, from PC Internet to mobile Internet.
We often say that one of the biggest advantages of China’s economy is that it has the world’s largest single consumer market, with similar language and cultural habits.